Just in time for Black Friday, Yahoo! has brokered a way to reach those bargain-mad shoppers in a captive food court environment. Yahoo! content and 30-second commercial spots will be broadcast in New York and Los Angeles malls on gigantic ceiling-suspended video screens.
Yahoo, the number one visited Internet portal, struck the deal with Clear Channel Malls, a division of Clear Channel Outdoor, and Montreal-based Digital Advertising Network, Inc. (DAN).
An approach already used throughout Canada, the campaign throws 32-minute messages into the food court area with commercials that can be changed remotely. According to one study, Clear Channel says, 45% of all people who visit the mall make a food court purchase, resulting in an average sale per square foot that is 3 times higher than other areas. Over 50% of shoppers felt they were staying longer because they could take a break to grab a bite to eat or get something to drink at the food court.
The video screens go live Friday, November 25th, in 200 malls in the top 20 markets and will remain for the next two and a half years. The commercials are thought to reach consumers in a captive, entertainment environment at the point of purchase.
“Through our joint venture with DAN Media, we’re adding to our portfolio by offering a state-of-the-art advertising platform that is not only effective for advertisers, but also entertaining for mall guests,” said Donna Baker, president of Clear Channel Digital Mall Network.
Warren Stelman, president and chief executive officer of DAN Media, said a launch into the US market was the natural next step after successfully launching 66 the service in 66 shopping malls across Canada.
